How do augmented and virtual reality influences visitor experiences: a case of heritage tourism sites in Rajasthan

Gupta, Vikas (2023) How do augmented and virtual reality influences visitor experiences: a case of heritage tourism sites in Rajasthan. In: Augmented and Virtual Reality in Social Learning: Technological Impacts and Challenges. Walter de Gruyter GmbH & Co KG, Germany, pp. 159-167. ISBN 978-3110994926

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Abstract

Although technology has evolved quickly, it is still incredibly underutilized in many sectors. The New Status quo has, nevertheless, increased awareness of technology across many industries, particularly travel and hospitality. As a result, technology is being used in more inventive and profitable ways that help both businesses and consumers. The travel & leisure business is being impacted by technology like Augmented and virtual reality in a wide range of ways. Virtual tours offer alternatives towards the pandemic melancholy by enabling users to see locations they've always desired to visit while remaining in their own place. V.R. and A.R. solutions are increasingly being used in the various tourism sectors, particularly at galleries, historical monuments, amusement park, and theaters, in Asian cities including Tokyo, Beijing, Kuala Lumpur, Shanghai, Delhi, and Jaipur [6,48]. The virtual world produced by these innovations is used as a cutting-edge advertising tool to draw visitors to these tourist spots and developing joint marketing destinations [6]. The availability of a wide range of A.R. and V.R. tools at the locations also aids the players in coming up with fresh ideas for revitalizing the location to enthrall more visitors and improve their overall quality service. Therefore, augmented, and virtual reality techniques are now being utilized more frequently to increase the overall experiences of tourists at a location, making a more interactive and diversified experience simpler and allowing them to engage with visitor attractions in unique ways [17]. However, until recently, relatively few studies have attempted to examine the combined significance of A.R. and V.R. approaches from the tourists' value co-creation perspective. Consequently, this chapter looks into the potential for incorporating augmented and virtual reality into the tourism experiences at the well-known historical monuments in Rajasthan with the goal of recommending a framework based on value co-creation. This will also imply that active implementation of augmented and virtual reality at historical monuments can help co-create value for the tourist's experiences before, during, and after their visit. This study will also present a case study on the prominent tourism destinations in Rajasthan where the A.R. and V.R. technologies are being used to improve the visitor's overall destination experience.

Item Type:	Book Chapter
Subjects:	G Geography. Anthropology. Recreation > G Geography (General) H Social Sciences > H Social Sciences (General) T Technology > T Technology (General)
Divisions:	School of Business and Management (SBM)
Depositing User:	Vikas Gupta
Date Deposited:	12 Feb 2024 23:48
Last Modified:	12 Feb 2024 23:48
URI:	https://repository.usp.ac.fj/id/eprint/14427

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